Home / News Releases / SOBEYS BANNERS RETURN TO TOONIES FOR TUMMIES IN ONTARIO, JOIN WESTERN CAMPAIGN ANNOUNCEMENT FOLLOWS RECORD-BREAKING 2019 CAMPAIGN

SOBEYS BANNERS RETURN TO TOONIES FOR TUMMIES IN ONTARIO, JOIN WESTERN CAMPAIGN ANNOUNCEMENT FOLLOWS RECORD-BREAKING 2019 CAMPAIGN

June 24, 2019― Today, The Grocery Foundation announced that a number of Empire Company Limited (“Empire”) banners will be taking part in its #Toonies4Tummies campaign when it returns to Ontario and Western Canada in the first quarter of calendar 2020. The number of stores participating in the upcoming campaign is expected to double as a result of today’s announcement made at a campaign kick-off and sponsor information session. The Grocery Foundation confirmed Sobeys, IGA, Thrifty Foods and Safeway will all take part in the program in Western Canada (BC, AB, MAN, SASK and northwest Ontario), building on the momentum created by Save-On-Foods, Buy-Low Foods and Nester’s Market. Sobeys and Foodland stores will also return to the campaign in Ontario, rejoining Metro, Food Basics, Longo’s and a number of independent retailers.
Today’s news comes on the heels of a record-breaking 2019 campaign which raised $1.5 million in donations, 25 per cent over the goal and 42 per cent over last year’s total donations―an achievement fueled by sponsor and retailer engagement and unprecedented social media success around the #ToonieChallenge. Building on its marketing and in-store elements, the 2019 program introduced a number of firsts including increased sponsor and retailer connectivity through opportunities to prepare breakfasts alongside one another at student nutrition programs throughout the GTA.
#Toonies4Tummies is a unique program made possible by participating retailers and sponsors. It is designed to raise funds for school-based student nutrition programs across British Columbia, Alberta, Saskatchewan, Manitoba and Ontario and raise the profile of supporting organizations. Hundreds of thousands of healthy snacks and meals are provided as a result of the campaign which includes multi-media marketing elements and store activations driven by participating retailers and their store teams. In addition to the turnkey public relations and social media focused-communications, sponsors also benefit from brand visibility in flyers and on shelf.
A unique and engaging aspect of #Toonies4Tummies is The Foundation’s ability to hyper-target donations, ensuring they remain in the community where they’re made. Shoppers can track their toonie on a campaign microsite that spotlights the participating retailers and sponsors together with stories that underscore the impact of donations. It’s estimated one in five children in Canada attends school hungry, and in some communities, the incidence is higher.
“Hunger among school-aged children is a persistent and troubling issue. Our mission is that no child in Canada is faced with the bleak reality of trying to learn on an empty stomach and that they can access the proper nutrition required to be healthy”, says Shaun McKenna, Executive Director of The Grocery Foundation. “Without question, the bigger our footprint and community of partners, the greater our impact. Sobeys’ participation is tremendous news for everyone, from participating sponsors to the many new communities and children who stand to benefit.”
In 2019, The Grocery Foundation underwrote: Health and Grades: Nutrition Programs for Kids in Canada, an independent Commentary by the C.D. Howe Institute. Of significance, the report uncovered that many of the programs focused on helping feed food insecure children are themselves funding insecure. A startling number of student nutrition programs are heavily dependent on Toonies for Tummies and its partners.
For Further information, please contact,
Gabby Nobrega, The Grocery Foundation
416.930.9756
gabby@groceryfoundation.com

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